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Yahoo hopes to jump-start its mobile ad business the same way Facebook did.

The Sunnyvale, Calif.-based portal has begun testing new mobile ads that people can click on to install an app on their smartphone or tablet. As with Facebook’s mobile app install ads, Yahoo’s version appear within its mobile properties’ content feeds and cater to mobile app developers.

“We’re testing in-stream ad opportunities with an initial group of advertisers who have mobile apps and want to connect directly with audiences across Yahoo mobile apps and sites. The purpose of these native ads is to help brands drive downloads of their mobile apps. These tests will begin to appear across all of our properties where in-stream ads run on [Apple’s] iOS and [Google’s] Android devices,” emailed a Yahoo spokesperson.

Continue reading at AdAge.com